Why the cancer charity must spend on marketing to make a difference.
More than two-thirds of the British public thinks charity fundraising should be more tightly regulated even if it means they raise less money, according to new research, following a year of criticism over some fundraising practices.
Cancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
By focusing on a ‘cookieless’ future, we dwell on what advertising has lost, when there is much to gain by getting a head start with privacy-first practices.
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Experiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
HSBC is looking to provoke discussion with its new brand platform ‘Open Questions’, as it aims to engage consumers and drive brand preference.